Case study: A targeted advertising campaign for a Community Open Day

Name: Kennedy Baptist College

Solution: Advertising campaign for Open Day 2017

Industry: Education

Number of students: Approximately 1,200 students

Location: Murdoch, WA, Australia

Why imageseven:

  • strategic focus
  • proactive and responsive
  • broad skills
  • consultative
  • cost-efficient
  • friendly, professional and
    flexible team

About Kennedy Baptist College

Kennedy Baptist College is a quality coeducational Christian school catering for students in Years 7 to 12 located in Perth’s southern suburb of Murdoch. The College was formed in 2013 after the amalgamation of two neighbouring Colleges – Winthrop Baptist College and Somerville Baptist College. Since the College’s commencement in 2013, the reputation of Kennedy has grown dramatically as a school that inspires its students to fulfil the College motto of ‘strive today, conquer tomorrow’.

The challenge

Kennedy Baptist College hosts a Community Open Day every year for prospective parents and students. As the College is still relatively new in the area, brand awareness is a key marketing focus to grow enrolments and brand reputation. Kennedy engaged imageseven to plan, coordinate and execute a larger and targeted advertising campaign for their 2017 Community Open Day. Using both existing and new marketing channels, the main objective of the campaign was to increase attendance to the event, particularly in identified catchment areas around the College.

The solution

The College expressed a desire to repeat some of the more successful channels used in 2016, such as postcards and magazine adverts. Kennedy also agreed to several exciting new additions to the marketing mix proposed by imageseven, using geo-targeting to identify key catchment areas. The channels featured vibrant imagery from a recent school photo shoot and consistent stylistic elements, as well as a campaign tagline – ‘Your Kennedy journey starts here’ – to tie in with the focus on location. The channels included:

  • Out-of-home:
    • Go Outdoor adverts at five local train stations in the catchment area in high visibility locations for four weeks.
    • Shopalive digital panels at a prominent shopping centre in two prominent, high foot traffic locations for two weeks.
    • Bus back panels on the local school buses.
  • Digital:
    • Facebook single image and carousel adverts designed for the target audience for four weeks.
  • Radio:
    • Sonshine FM radio adverts including Breakfast.

The outcome

The Community Open Day campaign was effective and well targeted with very positive feedback. Kennedy Baptist College achieved increased attendance to the event with early online tour registrations as well. All ad creative was engaging, consistent and on brand.

The Facebook adverts and out-of-home signage were the most successful marketing channels in terms of performance and brand awareness, evident through survey results from Open Day attendees.

The Facebook adverts which also featured on Instagram performed well with high reach, impressions and clickthrough-rates from the target audience. A campaign objective was to increase website visits to the Open Day landing page on the website, and the carousel advert achieved this well. The single image advert was more successful for brand awareness and social media engagement which benefits Kennedy’s long-term goal. We can take advantage of website tracking on website visitors to further target the audience in 2018.

The Go Outdoor adverts were attention grabbing and relevant, situated along the main train line to Kennedy Baptist College. They achieved high visibility in wellplaced locations. Go Outdoor advertising presented the greatest value overall and gave Kennedy significant exposure to prospective parents in the identified catchment areas, whilst engaging with the local community to increase brand awareness. Similarly, the Shopalive adverts in the targeted shopping centre achieved high foot traffic in optimum locations for increased awareness.

imageseven highly recommends a focus on highly targeted online coupled with out-of-home advertising for Kennedy Baptist College’s 2018 Community Open Day marketing mix. This will continue to increase brand awareness, event attendance rates, and ultimately student enrolments.

About imageseven

imageseven is an integrated marketing communications firm. You can think of us as message architects who build schools. We work with Principals and leaders to lift their communications and brand to reveal the true value they deliver to their customers.

Our approach is about real world, down-to-earth, tested, daily marketing communications. We’re not interested in awards. We want results. That’s the heart of imageseven.

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